We know that brands are “substitutable.” In other words, all category buyers can be consumers of competing brands as well as ours.

So we need to ensure our brands easily come to mind when people are considering buying from a particular category. If we don’t make it easy for them to believe us, they will happily switch brands.

At the same time, there are partitions in every category, which can be explained in terms of premium versus value.

Shoppers often shop around their chosen partition, says Byron Sharpe in How To Grow Your Brand

To increase penetration, we need to play in all partitions, and ensure we drive mental and physical availability in each partition.

 

One brand per partition

The best strategy is to have one brand per partition with the resources to exploit its potential fully.  Too many competing voices will not help us win through the competitive noise.

We can call this strategy “base before innovation”. Core brands must be prioritized  – double down on heroes in each partition – before supporting new brands.

In order to win in portfolio availability, we will:

• Keep focus on core brands/ core lines

• Match key price partitions

• Keep consistency of distinctive assets

• Support innovations consistently over time

About the author

My name is Andy Pemberton. I am an expert in data visualization. I guide global clients such as Lombard Odier, the European Commission and Cisco on the best way to use data visualization and then produce it for them: reports, infographics and motion graphics. If you need your data visualized contact me at andy@furthr.co.uk or call 07963 020 103

Posted in: Uncategorized